Maximilian Specht

I think a lot of content marketers and writers feel a vast amount of pressure to turn non-converting content that gains high amounts of traffic into content that converts. In some cases, it's just not possible. The best way to optimize non-converting content is not to try and shove a square peg into a round hole, but to incorporate it into the overall user journey. I have seen a lot of good data showcasing a distinct "halo effect" (a positive correlation) between digesting non-converting content and deal success at some point in the journey. So, think about what role your piece plays in the journey and help your reader take that next step (if they want it). Prioritize the optionality to continue the journey with your brand.

The greatest fatigue that exists in content marketing is the disease of more: The constant desire to replace new rather than iterate on old. It's ancient logic: Focusing on reviewing and optimising your articles is a much better investment that simply shipping new content all of the time. You've already staked out a claim and outlined an idea, now go deeper. Create that content and then diversify it across funnel stages. Craft a journey that only gets people in the door, but gets them to book a meeting. Instead of focusing on the 10 amount of new articles you'll create each month, focus on the 3 you'll create net new and the 7 you'll optimise with intention. Water your flowers before you start frantically planting whole new beds.

A big issue that I see, especially for companies in an early stage of growth, is spending way too much time focusing on their content calendars. Let's face it: At this stage, nobody is checking your website daily to see what you're posting, because you haven't proven that you're an adequate resource for what they need. Think in terms of months, not weeks or days. I always advocate to think in terms of quotas for content, rather than posting X article on Y day. That doesn't matter when you simply need to ship content. Overengineering your content calendar may look good to stakeholders, but results will lag. Instead, double down on bets and focus on the month-over-month picture. Your long-term self will thank you.

I always hear a lot of talk about hooks. Things like "we need to write a really great hook" or "this hook needs to help us convert." I'm afraid the term itself is becoming painfully overused. What I like to focus on instead is a promise. What are you promising to do when you speak to your audience? What is your commitment to them through what you are going to show them? Is it a promise to save them time? Make them more money? Help them be more successful or find greater satisfaction in what they do? The simplest hook is a commitment to do what you say you're going to do. It also approaches your buyer on their level. Start there.

Incorporating vide into your overall content strategy is a great pressure test for how clearly and conversationally you can position your product, service or overall value proposition. Filtered through the prism of buyer personas, this adds a layer of specificity to further ground the conversation. It's a great place to build out your messaging to different audiences. It doesn't need to be overproduced or over-engineered. To test things out, consider filming a direct-to-camera pitch of your product or service that is attuned to the needs of your persona. What do they want to hear? What will serve them? Put that in words and put it directly to them, eye to eye.

I like to showcase tone through your brand’s most impactful or most popular formats. Instead of just writing random sentences which have little-to-no applicability for your average employee, try: - Showcasing tone in various social media posts - Writing two newsletters with two tones (or two sales emails) - Developing the tone of an article versus the tone of an ad Context is key. You need to explain both the tone you’re trying to deliver and the one of the medium you’re using. Otherwise, your message may fall flat.